Richard is the Head Of Strategy at MOON Group, and one of Australia’s leading Brand Strategists. He acquired his brand expertise working in the ad industry for 20 years – Saatchi & Saatchi London, Ogilvy & Mather, DDB, McCann-Erickson, George Patterson – where he did the strategic thinking and brand planning for some of the world’s most iconic brands and organisations.
Richard’s list of advertising clients includes Cola-Cola, Microsoft, Vodafone, Nestle, Unilever, Johnson & Johnson, Reckitt Benkiser, Levis, The Australian Federal Government, Boots, Arnott’s, Goodman Fielder.
In 2003 Richard set out as The Brand Guy, and expanded his ‘brand’ area of focus beyond marketing, into all areas of the organization = CEO, Executive Team, Corporate Affairs, HR, Learning & Development, Internal Communications.
Richard believes that branding is a management issue, not a marketing concept, and everything can must be driven by and aligned to your brand strategy; your business strategy, your products and services, your culture and people, your customer experience, your marketplace positioning, as well as [not just] your communications.
Companies Richard has worked for as The Brand Guy include Macquarie Bank, British Telecom, AMP, QBE, nab, Mortgage Choice, Talent2, CSIRO, GPT, The Apparel Group [Sportscraft and Saba], Microsoft, Queensland Law Society, The Cancer Institute NSW, and PricewaterhouseCoopers.
Richard self-published a ‘positive psychology’ book in 2008 called ‘Wake Up Tiger.’ It’s a wake up call for people and workers who are dissatisfied with their lives, often even in the face of their ‘success’.
In addition to his role at MOON Richard does keynote talks in Australia and abroad [he won the 2010 inaugural ‘Battle Of Big Thinking’], and runs workshops on brand, people and communications.
Richard does not do off-the-shelf talks or workshops. He always meet and/or talks with the client first, discovers exactly what the business is aiming to achieve, and then shapes and builds his content around that.
In his spare time Richard works on his two blogs; is an avid reader of 'non-fiction' literature and a watcher of ‘documentary’ television; and hangs with his wife and three ‘grown up’ children.
• A Brand New World [Corporate and Company Branding]
• Using Brand To Build Your Business [Medium and Small Business]
• Brand YOU [Personal Branding]
• Culture And How To Get The Best Out Of Your People [HR and Engagement]
• Being A Force At Selling [Sales]
• Make Their Day [Customer Service]
• Unleashing The Creativity Within [Innovation and Creativity]
• Not Business As Usual [Innovation and Disruption]
• Make Change Work For You [Change and Transformation]
The feedback was extremely positive, we even had an email come through on the Monday after the conference saying "PS. I've been a "10" kinda guy ALL morning!!!" To be honest we couldn't have asked for anything more, your presentation/workshop achieved the key outcomes we were looking for in a way that was relevant, inspiring and practical. The case studies you discussed are still being spoken about and from a marketing point of view we have noticed a positive change in the way our clients are connecting with their customers.
You could check your dictionary and thesaurus for ‘inspiring’, ‘interesting’, ‘challenging’ or you could have Richard come and talk to you and your people. His content is original, relevant and different and not a rehash of all the stuff you've already seen and heard before. But most importantly — it's bloody good.
Richard, everyone still hasn't stopped talking about your presentation - it certainly did add magic to our National Sales & Marketing Conference. Inspiring, motivating, interesting, informative and you'll be pleased to know that you scored very high points on feedback form.
Richard achieved an excellence score of 4.86/5, the best score of the conference by a long way.
Mastering SAP Conference
Great session, taking people out of their comfort zone, forcing us to look at things from a different perspective.
Ogilvy Public Relations Worldwide
You were an inspiration to the team, and from the feedback I have received they now come to work with a very different view of the world. They are more animated and confident and this is undoubtedly the result of the way in which you have helped them realise that it is those individual and intangible qualities that make the difference between doing well and doing brilliantly.